This is a presentation containing key aspects explained in the first chapter of Philip Kotler - Marketing Management

1. CHAPTER 1 : DEFINING MARKETING FOR THE 21st CENTURY MARKETING MANAGEMENT Nataraj Pangal | Shreya Rana

2. Social Definition Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products and services of value with others MARKETING DEFINITION AMA Definition Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals.

3. Kotler Definition Marketing Management is the Art and Science of choosing target markets and getting, keeping and growing customers through creating, delivering and communicating superior customer value. MARKETING DEFINITION

4. GOODS PLACES SERVICES EXPERIENCES EVENTS WHAT IS MARKETED? PERSONS PROPERTIES INFORMATION ORGANIZATIONS IDEAS

5. DEMAND STATES

6. MARKETING CONCEPTS

7. MARKETING CONCEPTS

9. Consumers will prefer products that are widely available & Inexpensive

10. Concentrate on achieving high production efficiency, low costs and mass distribution

12. Make superior products and improve them over time.

14. Must undertake an aggressive selling and promotion effort.

15. Practiced most aggressively with unsought goods.

16. Eg:- Insurance & Encyclopedias.

18. Not to find right customers for your products, but to find right products for your customers.

19. Eg:- Dell

20. Reactive Market Orientation – Understanding and meeting customers’ expressed needs

21. Proactive Market Orientation - Understanding and meeting customers’ latent needs

23. MARKETING TASKS